So, what’s going on? Usually, a few things.
Typically, there’s an organizational mindset misalignment, a lack of commitment from the top, an absence of recognition for giving great service, or a combination of all three.
In contrast, legendary service organizations have a service mindset and reward great performance. They eat, sleep, and breathe extraordinary service. They have a service mission, and it does more than sit in a frame on a wall in some conference room. It’s top-of-mind throughout the organization. People know it and live it through their daily interactions with customers and each other.
They design processes with the customer’s best interest in mind. Think about that well-known airline, so full of love for its customers, it allows them to cancel flights for full credit on a future trip. Clearly they believe most their customers won’t book travel they don’t need, and those who must make a change will eventually choose to fly with them again.
They hire people who genuinely love service and are proud to live the brand. They constantly retool the customer experience because they know what worked well in earlier years is long overdue for a makeover. And they educate. They want to make sure the people who represent the brand understand what the brand experience is and how to deliver it.
When thinking about everything the greats do, it’s easy to get discouraged or think your businessas will never achieve true service success. The good news is you’re wrong. While it won’t happen overnight, you can elevate your approach.
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